The term “plant-based” has become a broad term covering almost all foods that do not contain animal protein.
This category includes both pure vegetable products as well as many types of ultra-processed food. In other words, it also contains processed foods made with long ingredient lists, additives, and various E-numbers.
And that is exactly why we rarely use the term “plant-based” when describing MATR products. Instead, we prefer the term “fermented greens.”
We use this term because it describes the method our product is created by.
We also believe that the production process plays a crucial role in determining whether a product can genuinely be considered healthy food or whether it is simply another version of ultra-processed plant-based meat alternatives.
In this article, we explain the difference between fermented greens and plant-based meat alternatives, why we choose to describe MATR as fermented greens, and what this means for you as a consumer.
What is the difference between fermented greens and plant-based meat alternatives?
In short, “plant-based” describes the origin of a product, not how it is made. This means manufacturers can use the term without highlighting whether a product is actually ultra-processed.
When a product is labelled as plant-based, there is no distinction between a food made from natural ingredients and a plant-based product created from isolated proteins and various additives.
This means that a plant-based product can still contain a long ingredient list filled with additives and E-numbers.
This difference is the reason behind our choice of words when describing MATR.
We have deliberately chosen the term “fermented greens” because it accurately reflects what MATR is.
If you want to learn more about what happens during fermentation, you can continue reading our article: “Fermentation: What is it, and why is it one of nature's oldest tricks?”.
How do we use the term fermented greens when describing MATR?
We have chosen the term “fermented greens” when talking about MATR because it precisely describes what our products are and how they are created.
Using this term also comes with responsibility. We want to explain the entire journey from raw ingredients to the finished product. This includes both the ingredients we use and how the natural fermentation process transforms them.
Fermentation is one of the oldest methods for preserving ingredients and extending their usability. By using this process, we unlock the full potential of our raw materials and create a product where flavour, texture, and resource use are considered from the very beginning.
That is why fermentation is not just a method, but the foundation of MATR. Through this natural process, we develop the rich texture, deep umami flavour, and distinctive bite that make our product unique.
What does fermented food mean for you as a consumer?
For you as a consumer, fermented food is first and foremost about transparency.
Instead of being presented with a broad category such as “plant-based meat alternatives” in the supermarket, the term “fermented greens” gives you a clearer understanding of how the product has been made.
Fermented products also often contain only a few carefully selected ingredients. This is because the fermentation process naturally creates complex and deep flavours, meaning there is no need for unnecessary additives.
When you choose fermented food such as MATR, you get a short ingredient list filled with quality raw materials that you can recognise from your local farmer.
In this way, you gain a better understanding of what you are buying as a consumer.
Try MATR and fermented greens
Now you know the thoughts behind our choice of words “fermented greens” and the way we produce MATR.
But have you experienced the taste of MATR? Explore our MATR products and discover whether fermented greens are right for you.
We believe MATR is the way into so many food-loving hearts.
Frequently Asked Questions
Is fermented food healthy?
Yes, fermented foods can be considered healthy because they are generally less ultra-processed and often contain fewer or no unnecessary additives.
What does fermentation mean?
Fermentation is a process where microorganisms convert sugars into acids, helping preserve food while developing flavour over time.
Which vegetables are good for fermentation?
Cabbage, carrots, cucumbers, beetroot, cauliflower, and radishes are among the most suitable vegetables for fermentation.
What is the difference between pickling and fermenting?
Pickling typically involves adding vinegar, while fermentation happens naturally through microorganisms such as lactic acid bacteria without adding vinegar.
What does it mean to eat plant-based?
Eating plant-based means that your diet mainly consists of vegetables, fruits, legumes, whole grains, nuts, and seeds, while animal products are limited or completely avoided.
What are the worst ultra-processed foods?
Soft drinks, energy drinks, sweets, crisps, ready-made meals, and processed meat products are considered some of the least healthy ultra-processed foods because they often contain high amounts of sugar, salt, and unhealthy fats.
What are examples of other fermented foods?
Common examples of fermented foods include yoghurt, kefir, kimchi, sauerkraut, kombucha, miso, tempeh, and fermented vegetables. These foods are produced through fermentation, a natural process in which microorganisms such as bacteria and yeast transform sugars and other compounds.